Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. The text adopts a cultural approach to international marketing, which has two main dimensions: * A cross-cultural approach compares national marketing systems and local commercial customs in various countries. * An intercultural approach, which is centred on the study of interaction between business people from different cultures. The book is invaluable for senior undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an international marketing course. For those who wish to improve their cultural awareness, this is essential reading.
- ISBN10 1299283020
- ISBN13 9781299283022
- Publish Date 1 January 2013 (first published 1 January 2005)
- Publish Status Active
- Out of Print 29 April 2015
- Publish Country US
- Imprint Pearson
- Edition 6th Revised ed.
- Format eBook
- Language English